Will social media eat itself?
Here at BBH Labs we’re big fans of all things social. We’ve spent time evangelising about the power of the social web and speculating about a future dominated by social businesses. We’re inspired and excited by a future where we can take our social graph with us anywhere we go on the web-a future beautifully articulated by Undercurrent’s Mike Arauz.
”There is no longer any interaction that an individual may have with a brand, company, product, or service that disconnected from all the people they know, and the people that share their interest in that experience.”
So we were more than a little taken aback by the findings of the latest Edelman Trust Barometer that shows we trust our friends and peers as a source of information considerably less than we did two years ago. The decline is particularly marked in the US where just 25% of respondents view friends and peers as very/extremely credible-a decline of 20 percentage points on 2008-but is also reflected in the global data.
It’s an extraordinary finding which calls many of our assumptions into question. The trust consumers place in peer to peer recommendations versus corporations has been one of the primary drivers of ...
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